Wine Idea News's weekly roundup of news for wineries, producers, consortia, entrepreneurs, and investors in the wine sector.
The wine market is undergoing profound transformation. Consumption is declining in many countries, inventories remain high, and companies must contend with costs, distribution, and changing consumer habits.
However, the most recent data also highlight opportunities: white wines and sparkling wines are holding up better, Prosecco is growing in France, great Italian wines are recovering in value, and wine tourism is becoming increasingly important for the development of wineries.
1. Italian market: bottlings almost stable, but reds are suffering
According to Valoritalia, in the first nine months of 2026, bottlings of certified denominations reached 9.86 million hectoliters, a 3% decrease compared to 2025.
The third quarter, however, shows a significant improvement: -0.3% compared to the same period of the previous year, with September growing by 4.9%.
Bottling trend January–September 2026
-15%-10%-5%0%5%Still WhitesWhite Sparkling WinesDOCDOCGRossiIGT
Percentage changes over the same period in 2025. Source: Valoritalia, certified denominations.
Inventories remain a critical factor: as of July 31, 2026, Valoritalia held 15.96 million hectoliters, 16.8% more than the previous year.
The trend: the market isn't yet experiencing a structural recovery, but it is diversifying. Wineries must plan production and sales based on real demand, paying particular attention to red wines and stocks.
2. World consumption: wine in decline, Brazil bucks the trend
According to OIV data analyzed by the American Association of Wine Economists, global wine consumption is expected to decline by 2.7% in 2025.
Among the main markets:
|
Village |
Consumption variation 2025 |
|
Italy |
-9.4% |
|
United States |
-4.2% |
|
Germany |
-4.3% |
|
France |
-3.2% |
|
China |
-13.0% |
|
Brazil |
41.9% |
|
Mexico |
24.8% |
|
Romania |
11.0% |
Brazil represents one of the emerging opportunities: in the first half of 2026, Italian wine imports reached 20.1 million euros, an 8.1% growth.
The trend: exporting companies must reduce their dependence on traditional markets and evaluate new destinations, without underestimating commercial costs, distribution, and positioning.
3. Prosecco: strong growth in French restaurants
Prosecco continues to stand out on international markets.
According to FranceAgriMer, Prosecco purchases by French restaurants through wholesalers and cash & carry outlets are expected to increase by 22.6% in 2025, a 175% increase compared to 2019.
Over the same period, Champagne recorded a 5.5% drop in volumes compared to 2024.
Overall, in the French channel considered, sparkling and semi-sparkling wines grew by 6.3% in volume, while still wines lost 4.9%.
The trend: Italian sparkling wines continue to gain popularity even in markets historically tied to domestic production. The product's affordable price and versatility remain competitive factors.
4. Wine tourism: new resources and opportunities for wineries
The Ministry of Agriculture has signed a decree promoting wine tourism, as part of the Common Agricultural Policy.
The measure supports initiatives to enhance local areas through consortia, producer organizations, and inter-professional organizations.
For the 2026/2027 financial year, the deadline for submitting applications is December 15, 2026, according to the established implementation methods.
Italian wine tourism is estimated to be worth approximately €3.1 billion. According to the ENIT data cited above, 85% of wine tourists surveyed indicated Italy as their preferred destination for future wine-related experiences.
At Vinitaly USA 2026, scheduled for October 26 and 27 in New York, the relationship between wine, tourism, and Italian regions will also be highlighted.
The trend: for wineries, hospitality, tastings, visits, and experiences can become activities capable of generating additional revenue and strengthening direct relationships with consumers.
5. Fine wines: the market for great Italian wines is reviving
The international market for collectible wines is showing positive signs.
In the first nine months of 2026, according to Liv-ex:
Liv-ex 100
2.1%
Italy 100
3.5%
Champagne 50
4.1%
Among the best-performing Italian labels are Barolo Falletto Vigna Le Rocche Riserva 2016 by Bruno Giacosa (31.7%), Monfortino Riserva 2019 by Giacomo Conterno (19.4%), Soldera 2020 (18.7%) and Solaia 2021 (14.1%).
The trend: Great Italian wines maintain a strong appeal on the international secondary market. However, this is a small segment and does not represent the overall trend of the sector.
6. Europe: less alcohol, more soft drinks
Circana's analysis of key European markets highlights a shift in consumer preferences.
In the twelve months ending June 2026, spending on alcoholic beverages decreased by 0.8%, while low- and no-alcohol alternatives grew by 7.3%.
Non-alcoholic beverages grew by 5.4%, reaching €109 billion. Wine, on the other hand, saw a 1.5% decline in value.
43% of consumers interviewed said they were reducing their alcohol consumption, a percentage that reaches approximately 50% in the 25-39 age group.
The trend: the sector must evaluate new consumption opportunities, formats, communication, and potential lower-alcohol products, while maintaining its identity and quality.
7. South Tyrol: the cooperative model creates value
In Alto Adige, over 70% of the wine produced comes from the cooperative system.
The 14 cooperative wineries considered by the Consortium bring together 3,140 members and approximately 3,500 hectares of vineyards.
The model stands out for its focus on quality, territorial development, and winegrower remuneration. Over the past ten years, the average liquidation price per hectare has increased by 19%, despite higher production costs.
The 86 Additional Geographical Units also contribute to strengthening the link between wine and its origin.
The trend: cooperation, territorial identity, and shared management can represent effective tools for addressing complex markets and promoting small wineries.
8. Piedmont: 1.5 million euros to address the stocks
The Piedmont Region has allocated €1.5 million to support producers and cooperatives in managing unsold wines, encouraging supply chain agreements.
The measure concerns bulk DOC and DOCG wines, with eligible quantities ranging from 300 to 4,000 hectolitres per beneficiary.
The indicated contribution is 0.40 euros per litre, equal to 40 euros per hectolitre, with the call for applications closing on 30 November 2026.
The trend: Inventory management is becoming an economic priority. Trade and supply chain agreements can help recover value without necessarily resorting to product devaluation.
9. Cellar Management: A Different Strategy Is Needed
From the discussions between the top management of Cavit, Banfi, and Biondi Santi, a shared opinion emerges: the wine market will not automatically return to its past conditions.
The priorities include a better balance between production and demand, cost management, strengthening brands, controlling distribution, and more effective dialogue with young people.
Even the possible reduction of vineyard areas requires careful evaluation, considering the economic, agricultural and landscape consequences.
The trend: it's not enough to produce good wine. You need to understand the markets, control margins, and build an organization capable of adapting to change.
Wine Idea News | What these trends mean for wineries
A comprehensive look at this week's news highlights five priorities: rebalancing production and demand, improving profitability, diversifying markets, developing wine tourism, and leveraging company assets.
For winery owners, wine groups, and investors, the value of a company no longer depends solely on its hectares of vineyards, real estate, or bottling capacity.
Commercial strength, revenue quality, management capacity, brand positioning, and development prospects also become crucial.
The consumer crisis doesn't affect all businesses equally. Companies that anticipate transformations, organize their resources, and identify new markets can create opportunities for growth, aggregation, and investment.
The challenge for Italian wine is not simply to produce more, but to produce what the market recognizes, desires, and is willing to reward.
